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4362ch7 Sp10

1.
Chapter 7: Managing the Customer Mix<br />Because the customer participates in the delivery process, s/he can behave in ways that are appropriate or inappropriate, effective or ineffective, productive or unproductive.<br />

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Customer-to-Employee Interactions<br />Friendly Interactions – the optimal interaction<br />Unfriendly Interactions – can be highly disruptive and have negative effects on the service experience<br />Too Friendly Interactions – may delay the service provided to subsequent customers<br />

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Customers’ Roles<br />1. Customers as productive resources<br /> If customers contribute effort, time, or other resources to the service production process, they should be considered as part of the organization - partial employees<br /> Ex: <br />

5.
Customers’ Roles<br />Customers as contributors of quality and satisfaction<br /> Effective customer participation may increase the likelihood that needs are met and that the benefits the customer seeks are actually attained<br /> Providing a physician details about symptoms, family heath history, lifestyle, and health habits (diet, alcohol use, smoking, etc.)<br />

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Customers’ Roles<br />How customers contribute to quality and satisfaction service they receive<br />Ask questions<br />Take responsibility for their own satisfaction<br />Complain when there is service failure<br />Perform their role effectively<br />Work with the service provider<br />

8.
Customer Training Tools<br />Customer scripts, so customers can learn their role within the service function<br />Recruit, educate, and reward customers - to minimize service customer problems<br />Customer compatibility management, where an appropriate customer mix will encourage satisfying relationships in a diverse group<br />

12.
Enhancing Customer Participation – Reward Customers<br />Reward Customers for Their Contributions: make benefits apparent to customers - better health or quicker recovery from following patient handbook<br /> A service station offers customers lower gasoline prices at a self-service pump compared to the prices at a full service pump<br />